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Read the latest brand insights and perspectives from our experts. We dive into topics such as planning for rebranding, how to optimize your brand and marketing operations, building a rebranding budget that works for your organization’s financial needs, and more. Thirsty for even more best practices for brand change? Subscribe to receive our brand insights by email, and you’ll never miss out on the latest thinking.

3 best practices to maintain trust with your audience during a B2C rebrand

Ian Doubleday

Marketing and Brand Operations Rebrand Implementation Strategy Rolling out your rebrand

It goes without saying that your customers are the lifeblood of your business. It’s essential to maintain and deepen their loyalty to and trust in your brand to meet your long-term growth and revenue targets. When your company’s strategic vision has led to the decision to rebrand, you must do…

Reduce confusion during your rebrand with these 3 change management principles

Heather Jones

Marketing and Brand Operations Rebrand Implementation Strategy Rolling out your rebrand

If a rebrand is on the horizon for your organization, you may already be thinking about the tactical details involved in rolling it out. While those details are critical, it’s just as important to consider the impact the process of implementation will have on your internal and external audiences. …

Bidding adieu to a beloved brand requires proactive, well-planned communication

Alexandra Ciesielka

Brand implementation technology & tools Marketing and Brand Operations

Communication is an essential component of any effective rebrand implementation plan. And marketing leaders on the cusp of a rebrand should always consider the best way to introduce their new brand to internal stakeholders and the public. But if you’re altering elements of a well-known legacy b…

The brains behind rebranding: Two types of experts you need by your side

Philip Guiliano, Jo Clarke

Agencies and brand implementation

When marketing leaders start thinking about rebranding, the project’s creative aspects are usually top of mind. So, for many organizations, it’s an easy decision to hire a branding agency to help develop the best brand strategy and artistic elements to express their new identity. But too ofte…

Refreshing your brand? Don’t overlook these 5 variables

Ade Ajibola, Ian Doubleday

Blog

At first glance, a brand refresh seems far less complicated than a complete brand overhaul. After all, how hard can it be to tweak a logo or evolve your messaging? The short answer is that it’s harder than you think. Implementing any kind of brand change requires careful thought, in-depth…

Unpacking the patient-as-consumer trend: 3 ways for healthcare brands to compete

BrandActive

Brand implementation technology & tools M&A / divestiture brand changes

The healthcare landscape looks different today than it ever has before. And as non-traditional consumer-first companies like Amazon and Google disrupt your industry and actively vie for market share, your healthcare organization must embrace a patient-as-consumer mindset to stay relevant. But…

Track the right KPIs to measure (and maximize) the impact of rebrand implementation

Eli Greenspan, Jon Levy

Rebrand Implementation Strategy Standardizing marketing processes Utilize data

Getting to the finish line of rebrand implementation is, in itself, a measure of success. And it’s obviously worth celebrating having completed the heavy lift of converting all your branded assets to your new identity. However, if you only think of success in terms of your rebrand’s fin…

Delegate or retain control? Decide how to manage your brand change before it starts

Patrick Heath

Brand implementation technology & tools Brand inconsistency Impending rebrand Standardizing marketing processes

If you’re on the brink of a rebranding or reconfiguring your brand and marketing operations, there’s a key question you need to consider early in the planning process: How much control will the marketing team maintain during implementation? Some marketing leaders keep a close eye on every ele…

Rebranding after a PR crisis? 5 strategies to win employee buy-in

Jo Clarke, Heather Jones

Employee concerns about brand change Joining multiple brands under an M&A M&A / divestiture brand changes

Recovering from — and moving beyond — a reputational crisis can feel like an insurmountable challenge. Whether your brand has made headlines due to real or perceived wrongdoing, been “canceled,” or attracted increased scrutiny because of a merger or acquisition, rebranding is often the best…

How to unlock efficiencies and maximize the impact of your M&A-driven rebrand

Philip Guiliano

Brand inconsistency Joining multiple brands under an M&A M&A / divestiture brand changes Marketing and Brand Operations Rebrand Implementation Strategy Standardizing marketing processes

The desire for market growth is always a primary factor behind M&A deals. But in today’s uncertain economic climate, unlocking cost-saving efficiencies is just as important. An expertly executed rebrand implementation can contribute significantly to an M&A deal’s ultimate profitabilit…

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We are constantly thinking about the world around us.

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